How to turn finders into followers: the 4 steps to buyer enlightenment
How do you inspire a following of buyers to be faithful until the end? Earnest’s Colin Gentry advises you to devote your time to a four-step content strategy.
A good content marketing strategy will bring good karma, in the form of conversions and constancy. / Shanthi Raja
You’ve seen the light. You don’t need a higher power. You need a decent content marketing strategy.
It’s natural to be fearful of taking risks when budgets are tight. But rather than fret about being struck down by a lightning bolt, focus instead on how you can turn your buyers into followers with faith in a grounded, insight-led approach.
Enter a euphoric state of content marketing — contentphoria, if you will.
Your buyers pass through four stages of enlightenment. Far from being heaven-sent, it is up to you to create great content for the journey and open minds to new possibilities.
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Stage 1: The Finder
This is your buyer at the start of their journey. They are on a search for something, perhaps without even realizing it yet, and a guiding light and a persuasive hand is enough to nudge them in the right direction and listen to what you have to say.
Two-thirds of the buyer journey is navigated online. Is your content marketing digital-first and mobile-optimized, or are you stuck in the Dark Ages?
Be generous with your content marketing. Two in five B2B buyers are viewing more content assets than they were before Covid. The Finder is a hungry prospect at the top of the funnel and has a discerning appetite for podcasts, research, and guides.
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Stage 2: The Thinker
Your buyer has looked at what’s out there and started to weigh up their options. In a sea of content marketing surging in every channel, the buyer is looking to grab hold of something that will help them make a solid decision.
Video is an important medium, and not just for short, snappy TikToks. More than 95% of people watch an explainer video to learn about a product, and over half watch an instructional video on YouTube at least twice a week.
But it’s not just a case of pressing play. The Thinker wants to know how and why and will look to infographics, demos and FAQs for the answers.
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Stage 3: The Wobbler
Your buyer is at the tipping point. Do they follow your call, or will they be beckoned to the dark side by competitors’ content?
They say it takes a village. In the B2B journey, sometimes the buyer wishes some villagers would just stay indoors. Almost third-thirds of them say too many decision-makers slow things down. How can you help mobilize stakeholders with your content marketing? Discovery workshops, testimonials and virtual site doors are some of the ways to stop the ‘Wobbler’ from slipping.
Stage 4: The Follower
Your buyer has joined the flock. Don’t take their loyalty as undying just yet. Commitment to your brand requires regular TLC if your followers are to remain forever faithful.
99% of marketers say personalization helps advance customer relationships. The follower is invested in you and expects to be seen and heard. Is your content continuing to speak to their needs? Elevate your offering with training courses, customer newsletters and VIP experiences.
Rather than wait for divine intervention, take a proactive approach to your content marketing if you want to seek deliverance from the evil of a low click rate. Guide buyers on a journey dedicated to their enlightenment. Soon, your good karma will be rewarded with conversion and constancy.
Content by The Drum Network member:
Earnest
Earnest is the award-winning B2B marketing agency that’s chasing out the humdrum in London and New York.
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